SMS marketing for holiday shoppers
The rush of holiday shopping is nearing its peak this week. As people wade through the frenzy and chaos of trying to find the perfect gift, a text message from your store might be just what they need. At least that’s what a study form MarketLive might be telling us.
Their study focuses on mobile users and what it is they want from retailers this shopping season. The results are encouraging – and exciting – for any retailer who connects with customers using a mobile device.
While the study covers many different aspects of mobile marketing, I want to focus here on the ones related to SMS. After all, there are a few days left before Christmas, which is plenty of time to get together an SMS campaign to reach those last minute shoppers. But some of the other aspects of mobile examined by Marketlive would take a bit longer to implement. Unless of course you already have aisle maps available in an app for your store. You don’t? Then let’s get back to what you can do with SMS.
People are ready to give it up
One of the hardest things about SMS marketing is getting the information you need from your customers – their mobile number at a minimum. People are generally guarded about giving out their personal numbers, but that might be changing. MarketLive found that 55% of people surveyed felt comfortable sharing their information and preferences with marketers – if they got something in return. In general people thought it was worth sharing when doing so offered them convenience and personalised product recommendations.
“Text alerts are now an accepted way to receive coupons and promotions,” says Ken Burke, CEO of Marketlive , “and personalised product suggestions based on prior purchases or online viewing patterns are now expected.”
That last sentence is a pretty bold statement. While there’s a convenience factor to getting personalised suggestions, there’s also a creepy factor when it’s obvious the suggestion came because the company knows what you’ve been doing online. It’s a fine line really, but the data appears to show more and more people are accepting what good it can do, rather than worry what can be learned about them. Privacy is losing out to convenience. That’s a good thing for marketers, as long as they protect and manage the data they gather appropriately (or else be subject to a PR and legal nightmare).
Another trend the study found is how text messages impact in-store shopping. For example, 78% of respondents are likely to visit a store after they receive an SMS alert prior to their going to the shops. The article on the study doesn’t make it clear whether those 78% were already planning to go shopping or if the messages prompted the shopping trip, but either way, sending an SMS message got those people into the store.
Another 69% want in-store text messages sent to them. This means they’re comfortable with the store knowing they are there, and then triggering a special text message for them while they are shopping. This is a special case of localised SMS marketing that can be implemented in a variety of ways.
Happy accidents, or localised messaging, result in 62% of people making a purchase after receiving an offer sent to their mobile while they are in the store. That’s an impressive number for sure, but there’s no breakdown of how the offer was received – by signing up to an SMS marketing list, by simply entering the store (localised messaging) or if they got it coincidentally on their visit. But if you’re able to send SMS messages to people while they are visiting your store, you’ve got a great shot at making a sale.
In the few days left before Christmas why not set up an SMS marketing campaign of your own? If there are people in your store, you’ll certainly increase the chances they’ll buy something if you send them a message. And don’t forget, you’ll increase the chance that they’ll even come to your store too.
When it comes to small to medium sized businesses, however, a lot of companies believe that they don't have the time or resources to truly find out who their customers are. This often results in confused messaging, emails with low open rates and low conversion levels on their website. There is, however, a way that businesses can collect precious data from their customers which will not only help them engage with their customer base on a personal level but also result in data which can help power future marketing campaigns as well as improve aspects of the company.
Mobile Marketer is holding the mCommerce Summit: State of Mobile Commerce 2016 today in New York City. And you'll get to find out what happens when I get back and write about it next week. But today, I'm going to give you a sneak peak at what I'm seeing in New York at this moment. Before I do though, be sure to check our fastsms Twitter feed throughout the day. I'll be sharing the best tidbits as they come up in each session as they happen.
At the end of February, Amazon’s S3 servers went down. And so did much of the Internet. What can we learn from the experience about communicating with customers during an online disaster? According to experts, having a plan that includes SMS messaging is key.
Imagine this: Someone wears a red nose, wine glasses filled before noon, and everyone’s talking about mobile marketing. That was the Mobile Marketing’s 6th mCommerce Summit in NYC last week. I’ll get to the red nose and wine a bit later. First I’ll share some takeaways about mobile marketing from the presenters by sharing it with you the way I saw it.
So many of us are used to having our mobiles around nearly 24 hours a day that it’s easy to forget it’s still a growing industry. And though SMS has been around for over two decades, the ways we use it and people’s willingness to use it continues to grow. So for this blog I picked out five facts about mobile and SMS that really make the case that SMS for business has come of age. Let’s see if you agree.
With a ratio оf fоur mоbіlе devices tо еvеrу computer, іt’ѕ сlеаr where your сuѕtоmеrѕ аrе to be found. Mоbіlе mаrkеtіng is nо longer ѕоmеthіng уоu саn аffоrd to put оn the tо-dо-lіѕt fоr thе futurе; you need tо make sure your message is reaching people on mоbіlе dеvісеs nоw. SMS Mаrkеtіng is the perfect solution - it hаѕ proven to іnсrеаѕе сuѕtоmеr engagement tо unрrесеdеntеd levels and is incredibly low priced. Read on to discover 5 rеаѕоnѕ whу сuѕtоmеrѕ love SMS Mаrkеtіng.
Businesses that sell to other businesses (B2B) are having trouble keeping up in the digital and mobile age. That’s according to a couple of eMarketer articles. The reasons for it are varied, but it may be mostly because they’ve been slow to acknowledge a change in culture.
Have you ever been inside a Walmart or ASDA Supercentre? If you have, you’ll appreciate the possibility of what I’ll share in a moment. If you haven’t, try imagining walking into a store so big you can barely see one end from the other, where the shelves are packed with everything you might ever need, and staff who are often less than helpful (not everywhere mind you, but often). The point is you can get lost or frustrated if you’re trying to find a certain item that you need, or is on sale. Finding the right section is sometimes challenging, and even if you think you’re in the right spot you might not be.
If you've considered SMS marketing to new and existing customers by text message but dismissed it, it really is time to think again. SMS continues to outperform and outreach all the newer models of communication designed to replace it. The latest competitor to run into difficulties against business text messaging is mobile internet advertising.